9 Jul 2025

Happi partnered with Provoke Insights to examine how consumers decide which skincare products to buy as new sources of guidance emerge. Written by Provoke Insights founder Carly Fink, the article draws on national consumer research to explore how trust is shifting from traditional expert authority toward AI-enabled personalization.

The beauty and skincare market research shows that while dermatologists remain an important signal of product efficacy, they are no longer the sole influence on skincare decisions. Consumers increasingly expect fast, personalized, and explainable recommendations that help them navigate crowded product assortments.

Provoke Insights conducted a 15-minute online survey in March 2025 among 1,500 U.S. adults ages 21 to 65. The sample was nationally representative by age, gender, income, ethnicity, region, and parental status.

The findings reveal that AI plays a growing role in product discovery and evaluation. Shoppers are open to tools that simplify decision-making, tailor recommendations to individual skin needs, and clearly explain product benefits and ingredients.

Personalization has become a baseline expectation. Generic skincare messaging is losing relevance as consumers seek solutions that feel specific, credible, and easy to understand.

The takeaway is clear. Skincare brands that combine expert authority with AI-powered guidance are better positioned to build trust, influence purchase decisions, and drive long-term loyalty.

For more insight from the beauty and skincare market research on how brands can adapt to evolving consumer trust and decision-making, read the full article here.

Explore more brand, beauty, and consumer behavior research from Provoke Insights.